Motion Branding
Motion branding is a system of rules that defines how a brand moves on screen, covering logo behaviour, transitions, easing, and kinetic typography across video and digital touchpoints.
These motion guidelines ensure consistency across all video and digital touchpoints. A recognisable motion language can be as iconic as a static logo. Myth Studio's motion design team develops motion systems for brands including Uniqlo and PepsiCo, translating static brand identities into dynamic formats.
Related
Related services
Sources
Academic papers, recognised industry standards, and canonical industry texts that back up claims in this entry.
- Motion Graphics: Principles and Practices from the Ground Up. Crook, I., Beare, P., Bloomsbury, 2016Supports: Canonical text on motion-graphics craft underpinning motion branding
- Designing Brand Identity: An Essential Guide for the Whole Branding Team. Wheeler, A., Wiley, 2017Supports: Industry-standard reference for brand-system design including motion
- Pervasive Animation. Buchan, S. (ed.), Routledge, 2013Supports: Scholarly account of animation in branded and screen-media contexts
Frequently asked questions
What does a motion branding deliverable look like?
A motion brand guideline document plus a kit of source files. The document covers logo animation rules, easing curves, transition language, type behaviour, and a few worked examples per format (16:9 broadcast, 9:16 social, square). The source files are usable Adobe After Effects or Lottie templates that internal teams or other agencies can pick up directly.
Is motion branding only for big brands?
No. Any brand that publishes more than a handful of videos a year benefits from a motion system, because it stops every new video starting from scratch. For smaller brands we keep the system tight: three or four motion rules and a couple of templates is often enough to cover most of what they put out.
How does motion branding relate to brand identity guidelines?
It sits underneath them. The brand identity guidelines own colour, type, logo, voice. Motion branding takes those rules and adds the fourth dimension, time. Easing, pace, transition style, and animation behaviour all derive from the static brand. A good motion brand feels like the same brand, just moving.